Instagram recently announced its newest feature for ecommerce brands: In-app Checkout. This feature allows users to buy products directly within the app without having to leave the app and visit the brand’s website.

For brands that have the Checkout feature enabled, users will see the option to “Checkout on Instagram” after tapping on a shopping post that has particular items listed.

Once the personalized options are selected (i.e. size, color, etc.) the user will be brought to the checkout page, similar to what one would experience on any ecommerce website. Instagram states that the user will only need to enter their personal information the first time they shop and it will be saved for future purchases.

Once the order is placed, the user will receive email confirmation as well as notifications directly within Instagram regarding order status, shipment tracking, etc. These notifications could be very convenient for users who spend more time on Instagram than checking order status within their email.

The Checkout feature is still in closed beta for businesses and available to users only in the United States, however, Instagram stated that more and more brands will be able to enable this feature in the near future. From the list of businesses that are already participating, it seems that Instagram is targeting the Fashion and Beauty Industries; it will be interesting to see what other brands the feature opens up for in its next rollout.

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